Representation of Girl Power in Music Video of K-Pop Girlband ITZY

Abstract

Music video is one form of communication media that contains audio and visual. Through music videos, creators can convey messages which are a form of self- expression of phenomena that occur around them. One phenomenon that is widely discussed today is the case of discrimination against women, this is something that is still being fought for in South Korea and throughout the world. More and more young women today are uniting to fight the views that tend to hinder women from expressing themselves. Based on this phenomenon, the South Korean entertainment industry has participated in fighting for women's rights through music videos from K-Pop with the theme Girl Power. This study aims to determine the representation of Girl Power in ITZY's music video entitled ICY and WANNABE. This research method uses an interpretive qualitative research approach, data collection through documentation, and literature study is then analyzed using Roland Barthes' semiotics. The results showed that there were depictions of scenes in two ITZY music videos entitled ICY and WANNABE which were denotative, connotative, and mystical signs as a representation of Girl Power. This study concludes that ICY and WANNABE's music videos illustrate that women must be confident and strong, and have choices in life.